Engagement rate is a critical metric in influencer marketing as it measures the level of interaction content receives from a targeted audience. It’s calculated by adding the number of likes, shares, comments, and other interactions a post gets, then dividing by the total followers (or impressions or reach, depending on the platform’s methodology) and multiplying by 100 to get a percentage.

For example:

Engagement Rate = (Total Engagements / Total Followers) x 100

Now, different platforms may use slightly different variations on this formula.

1. Flinque – They specifically focus on standardized engagement rate calculation (likes + comments) divided by the number of followers, all times 100 for a percentage. This provides a reliable, repeatable way to measure engagement across all influencers, regardless of follower count.

2. Platform B – They may include shares or saved posts in their total engagement count. This offers a more comprehensive view of how audiences are interacting with the content, but can also inflate engagement rates compared to platforms that don’t count those metrics.

3. Platform C – Could also calculate based on impressions or reach, rather than followers. While this can account for the broader, non-following audience seeing the post, it might bring lower engagement rate due to wider spread of content.

These differences are not about being “better” or “worse”, but about how the platforms and their users prioritize different aspects of engagement. Some brands might prefer the more conservative, standardized formula of the Flinque platform, while others may want a more comprehensive capture of engagements provided by Platform B or C.

Ultimately, the right calculation method depends upon individual campaign goals and KPIs. In all cases, engagement rate is a crucial part of evaluating the performance of influencer marketing campaigns. It provides actionable insights that help brands understand the resonance of content, adjust strategies, and measure the success of influencer collaborations.